Lance Armstrong's bestselling Every Second Counts is also his mantra. He won the grueling Tour de France bike race five times and the first win came after a successful battle with advanced testicular cancer. That story was recounted in his first bestseller, It's Not About the Bike (24 weeks on the hardcover charts and 22 weeks on trade paperback). Since his recovery, the world-class athlete and self-described "regular, hardworking, motivated, complicated, occasionally pissed-off, T-shirt guy" has also become a devoted advocate for cancer sufferers. His follow-up inspirational story accelerated strongly off the starting line. The first printing was 386,000 copies and Broadway Books has gone back to press twice, bringing the total copies in print to 420,000. First-week sales were spurred by good reviews (a starred one in PW) and strong national media attention, including an excerpt in People, interviews with Time and the cover of the October issue of Men's Journal. Armstrong has also appeared on The Tonight Show, Late Night with David Letterman and The Today Show. His book events have been packed. BookPeople in Austin, Tex. (his home town), sold more than 700 copies and Barnes & Noble at Rockefeller Center in Manhattan sold more than 1,000 books at an October 14 lunchtime event that had to be limited to the first 450 customers who showed up.